Hot Tip #01 is to utilize your customer testimonials by highlighting features and answering doubts.

So often I see Landing Pages packed with testimonials providing very little value to the visitor. Let's compare two testimonials. The first is by a customer, Gavin Jenkins:

"I’m a huge fan of the brand, so I’m glad I could finally sample their product."

— Gavin Jenkins

Note how Gavin’s testimonial is generic, offering superficial information to the potential customer reading it. This second testimonial is also by a customer, Kim Davis — but note the difference:

"So glad I could finally experience their superb quality myself and I was quite impressed by the thoughtful packaging of such a delicate item."

— Kim Davis

See how Kim’s testimonial highlighted a product feature while also answering a potential doubt? The feature being the build quality and the potential doubt being if postage would damage the item.

Round up all of your customer testimonials and select only the choice few adding value for your Landing Page visitor.

Hot Tip #02 is to showcase testimonials from similar demographics to your potential customers.

If you are selling enterprise-level support software, it's wise to curate testimonials from customers who work for enterprise-sized businesses.

Put yourself in your Landing Page visitor's shoes and imagine the concerns of an enterprise customer. They'll be wary of moving a huge amount of staff over to new support software due to the high stakes involved.

They'll also want to know other enterprise businesses took this risk and made this transition successfully.

Using Hot Tip #01 as a guide, I’ve hand-picked this excellent testimonial by enterprise customer, Dave Lewis:

"Our team just loves how easy to use the software is and support response time improved by 22% in month one."

— Dave Lewis

Glowing feedback, right? Now, let's take it a step further by highlighting who he works for alongside his name. In this case, Dave is the VP of Customer Relations at Starbucks, which adds significant weight to the testimonial as its backed by an enterprise-sized business:

"Our team just loves how easy to use the software is and support response time improved by 22% in month one."

— Dave Lewis - Starbucks VP Customer Relations

Hot Tip #03 is to use fewer images but also better images.

Good imagery builds trust, and trust is the foundation for conversions. When it comes to your visuals — spend the money!

Dona Rita

Logoswift

Invest in a photoshoot of your team, your product, your food. The ROI on a professional photoshoot is pretty much guaranteed.

Hot Tip #04 is to spice up your Call-To-Action (CTA) buttons.

Remember: you’re excited to share your product or service!

🚫 Click Here
🚫 Sign Up

Too bland.

Use actionable phrases.

✅ Request a call from our agents
✅ Discover the wonders of science
✅ Unlock creativity for only $19

Let’s take a look at what the big dogs are using:

Hot Tip #05 is when in doubt, double the padding.

Whitespace isn’t just breathing room for your content, it’s breathing room for your potential customer.

Digestible content improves focus and clarifies what you’re offering.

Brenner Cycles

If your Landing Page feels overwhelming, double the padding and I think you’ll be pleasantly surprised.

Hot Tip #06 is to empathize with the visitor's problem using your intro copy.

Then explain exactly what your product or service does in the subtext, removing all verbose words or phrases.

🚫

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Remember, your Landing Page is there to impress with choice previews, highlights and testimonials.

So start by making the visitor feel your offering was destined for them, in the simplest way possible.